About 90% of what people do on a mobile device occurs in-app vs. 10% via the mobile Web. One of the most exciting areas of in-app advertising is working with native advertising on mobile devices.

Publishers and advertisers alike are looking for ways to offer readers engaging and less interruptive experiences with native/branded content. Now some are turning to Immersion Units, designed to deliver content-rich native experiences with non-standard ad sizes.

Stephanie Losee, Visa's head of content, on why native isn't going to be a publishing savior.

Outbrain's Francois-Xavier Preaut shares his take on native advertising's development, along with the differences between native and content marketing.